Category: Money tips Release Date: 2006-11-14
Starting from this year into the global brand stage of Haier Group, has been the home appliance industry, the focus of more than a year around the acquisition of Haier Group, have been endless rumors, but the Haier Group, the industry's concerns and questions have remained silent.
June 7, newspaper reporters in an interview with headquarters in Qingdao Haier Group Haier Group executive vice chairman of the board of directors, president and Yang Mianmian, she admitted, "Haier's internationalization has has completed a step and a half."
"21st Century": Young general, for more than a year an avalanche of M & A rumors, how do you think, and cross-border M & A strategy for the future development of Haier Group, What is the relationship?
Yang Mianmian: Enterprise internationalization of the road no more than two, one on personal development, first acquisition expansion. Haier has been self-development in the past mainly in foreign factories and also his complete, in the climax of the domestic merger is completed in stage diversification strategy.
Today, almost every day at home and abroad enterprises, as well as intermediaries to find Haier to explore the possibility of mergers and acquisitions, the French Thomson joint venture with TCL has also approached the former Haier, after a careful feasibility study, Hale gave up the opportunity to , Haier has been advocating that the competing, rather than simply the acquisition.
In addition, Haier is also true with the intention of some companies have reached and signed a confidentiality agreement, but before a formal agreement could not simply say that there is all kinds of rumors on the market is not clear from what channels revealed out.
In short, Haier's ultimate goal is to create the world famous brand, the company bigger and stronger, if the international mergers and acquisitions not conducive to this goal, we will not be considered.
"21st Century": Late last year, Haier has proposed this year to enter the global brand strategy stage, in the past also made a "go out into the go, go to" the "three-step" road of internationalization. How do you assess the progress of the internationalization of Haier?
Yang Mianmian: Haier's internationalization of the "going out" we have already achieved in 2005 more than 160 countries of products sold 2.8 billion U.S. dollars.
And "inside out" refers to the mainstream market, the mainstream channels, such as the United States, the top 10 distribution channels, while the production of the local market mainstream products. To enter the mainstream channels of Haier in the United States, Japan and the EU met. Haier's sales but is still a small refrigerator, 5 kg of small washing machine and other non-mainstream products, we have to go the following is the marketing mainstream products this step.
The so-called "go out" is to become the mainstream of the local brands, which is the core of Haier's global brand strategy, Haier now only take a "step and a half," but also need to continue their efforts. Zhang, chief (Rui-Min Yu) once said that Haier is currently faced with upgrading the threshold, walking is a pioneer in the past, walking is not in the past is the martyrs. Both Pioneer or martyrs, Haier's internationalization are to be carried out.
"21st Century": the current business community to the internationalization of Chinese enterprises has brought a lot of opportunities, do you think the best opportunity to present Haier What is this? Over the past few years, Haier seize the best opportunities and what is it?
Yang Mianmian: From 1998, Haier has been engaged in process reengineering, last year proposed a "one-man-one" model. Haier increasingly aware of the importance of management innovation. To some extent, technological innovation must also focus on market innovation, every year there are many national patents, but because of marketing and management innovation, lack of capacity is difficult to translate into industry.
"21st Century": At the national policy, the two countries for this year's theme of independent innovation, the internationalization of Haier's development and what are the direct help?
Yang Mianmian: Haier to the United States, South Korea needs to strive for national treatment, we hope to obtain in China, and foreign the same fair treatment, Haier's internationalization take one step forward and a half, and then also need to forward their own efforts and constant support from all sectors , Japan and Korea a lot of brands in the global business in various locations on the map has its own layout, we also need more support to complete the final step in the internationalization of a half.
